Whitworths for Baking sugars
Launched
: February 2012
Manufacturer: Whitworths
This new range is the first in the sector to explicitly target home bakers, specifically those lacking experience and confidence. Sold in user-friendly pouches, the range comprises fine caster, superfine icing, fine demerara, crunchy demerara, light soft brown and dark soft brown sugars. It also includes a ‘twist and sprinkle’ icing sugar mill with a built-in sieve. Each pack (rsp: £1.50) weighs between 350g and 600g and contains a recipe and tips. The sugars are available in Tesco, Asda and Waitrose now.

 

Tesco Easy Home Bake range
Launched
: February 2012
Manufacturer: Tesco
This collection of chilled baking mixes provides all that’s needed to make a variety of sweet and savoury goods - just pop in a tin and bake. The range, which includes cookie dough, focaccia and sponge cake mixes, means “baking at home is affordable and convenient”, says Alexe Tomalin, Tesco’s chilled pastry and homebaking buyer.

 

Moshi Monsters cake kits
Launched
: June 2012
Manufacturer: Green’s
Green’s has drawn on the wildly popular Moshi Monsters franchise for its latest cake mixes, giving children the tools to make Lolly Blobs and Eye Pies (both delicacies as far as the Monsters are concerned). The kits (rsp: £1.89) “tap into the hottest kids’ property in the UK,” says Edward Otero, home baking marketing manager at Kerry Foods.

 

Neon gel food colourings
Launching
: August 2012
Manufacturer: Dr Oetker
This rainbow range of eight gel food colours (all rsp: £1.29) taps the trend for more colourful and creative baking, with shades including Sunshine Yellow Bright Red, Sky Blue and Lime Green. “They allow home bakers to achieve pastel to neon colours, in an easy-to-use tube, drop by drop,” says Gill Davies, Dr Oetker UK marketing director.